Celebrities and social media influencers are increasingly used by the gambling industry in a wide range of promotions, a strategy that has had a significant impact in the attitudes, risk perceptions, and consumption intentions of young gamblers, a recent research paper shows.
The statements are part of a study funded by the Australian Research Council and conducted by academics from Deakin, Wollongong, and Curtin universities.
‘While there is existing evidence suggesting that such marketing tactics can significantly shape young people’s attitudes towards various harmful products, including gambling, there remains a gap in understanding the specific impact of celebrity and SMI marketing on gambling behaviors,’ the research points out
To address this gap, a qualitative study involving 22 focus groups comprising 64 participants aged between 12 and 17 was conducted in Australia.
The aim was to explore young people’s exposure to celebrity and social media influencer (SMI) marketing for gambling and the perceived influence of this marketing on their attitudes towards gambling.
The influencer appeal
Reflexive thematic analysis was employed to analyze the data, leading to the identification of four key themes.
‘Firstly, participants noted that celebrities and SMIs enhanced the appeal and recall of gambling advertisements due to their attention-grabbing nature and familiarity. Secondly, they believed that the involvement of celebrities and SMIs contributed to an increase in trust, legitimacy, and social acceptance of gambling activities,’ the research points out.
Thirdly, the use of celebrities and SMIs was perceived to lower the perceived risk associated with gambling among young people. Lastly, participants suggested measures to mitigate the impact of celebrity and SMI gambling promotions on young individuals, including implementing bans and restrictions.’
Young people perceived that the use of celebrities or SMIs in gambling advertisements made people pay more attention to the advertisement than they normally would.
‘Some young people discussed how seeing a familiar face would draw their attention and meant they would ‘actually listen to it’. Young people commented that an advertisement featuring a recognizable celebrity could be more appealing for other young people and that they might find it more entertaining to watch than a normal advertisement,’ the report ppionts out.
This was because it was attention-grabbing, made the advertisement more interesting, it was ‘cool’ to see a celebrity in an advertisement, and for one young person, it made them spend time trying to guess where they knew that person from. There was also a sense of familiarity with celebrities in gambling promotions’.
Participants in the study were able to provide a detailed description of the content of these advertisements, and some young people particularly noted that some of these advertisements would prompt people to gamble because of the celebrity involved.
The research cited as an example, gambling advertisements that featured sports stars such as ex-NBA athlete Shaquille O’Neil, and ex-Australian Football League players, with young people sometimes recalling that the promotions featuring these ex-athletes were aligned with particular sporting events or were played at different times during the match.
In 2022, O’Neil joined alongside Australian viral content creators Matt Ford, Jack Steele, and Dom Littrich from The Inspired Unemployed in a TV ad campaign for PointsBet Australia.
Participants in the study noted O’Neil’s perceived knowledge and authority in basketball, lending credibility to his endorsements in the realm of sports betting.
The report argued that the reliance on celebrity and SMI endorsements could potentially create a false perception of safety and acceptability around gambling, particularly among impressionable youth.
‘The implicit message conveyed through these endorsements, wherein celebrities appear to endorse the product by association, may inadvertently normalize and encourage gambling behaviors among young audiences,’ it was highlighted.
As discussions surrounding the ethical implications of celebrity endorsements in the gambling industry continue to evolve, stakeholders emphasize the importance of responsible advertising practices to mitigate any adverse effects on vulnerable demographics, particularly youth.
Many interviewees specifically commented that there was mostly positive commentary about gambling, particularly from SMIs, with very limited emphasis on losses.
Participants explained that these types of promotions, particularly involving SMIs engaging in gambling on some platforms, created an unrealistic view of the outcomes of gambling:
Prevention via stricter regulations
This study underscores the importance of adopting a comprehensive approach to prevent young people’s exposure to gambling marketing.
‘Such an approach should not only focus on imposing stricter regulations to limit the promotional activities of the gambling industry but also aim to counter the innovative strategies employed by the industry to appeal to children and young individuals,’ the research adds.
‘By addressing these concerns, policymakers and stakeholders can work towards safeguarding the well-being of young people and mitigating the risks associated with gambling.’
Guidelines for influencer social media advertising were tightened in Australia since February 2021 to ensure that the relationship between an influencer and the brand they are promoting is clear.
Social media influencers in the country must disclose their advertising partnerships by using #ad or #Sponsored to disclose sponsored posts.
The decision followed a UK Gambling Commission (UKGC) rulingstating that the use of third parties in gambling advertising is acceptable but expects clear identification.
The UKGC requires that any influencer endorsement contained within UK-based gambling advertisements is accompanied by a statement identifying the commercial relationship between the advertiser and the influencer, including whether they are paid to endorse the gambling service.
UK-based advertisers are required to specify whether the endorsement is an ‘advertorial’ or a ‘sponsored post’.
In 2022 UK authorities even outlawed sportspeople ‘well-known to under 18s’ from promoting betting brands on television or social media from October 1, in time for the World Cup, after Manchester United striker Cristiano Ronaldo and Paris Saint-Germain forward Neymar featured as ambassadors for PokerStars.
Alongside legislative measures, the study also advocates for ‘robust public education campaigns and policies’ designed to curtail the accessibility and availability of gambling.
The same report emphasized the urgency of the matter, calling on governments to take swift and decisive action to safeguard the next generation from the adverse impacts of gambling.
Central to these efforts is the need for vigilant monitoring and regulation of all forms of gambling marketing, including innovative tactics specifically engineered to influence young individuals.
